Because of high consumer demand for low prices, many retailers in China stock cheap products and have little space for mid-range or high-end items. Though retailers have tried to fill the gap with private labels, few have done so successfully. Consumers are concerned about the safety of cheap goods and are willing to pay slightly more for safe food products, but many shoppers think the private labels and other mid-range products they have tried are not worth the premium prices, according to a 2009 China Chain Store and Franchise Association survey. Retailers must use effective marketing, accurate pricing, and consistent quality to build trust among consumers and sell more higher-priced items.